Industry – July 9, 2026
Planning a longer stay? Norway flies in extra 100kg of seafood ahead of England quarter-final
Norway's national football team has received a fresh shipment of seafood from home ahead of Saturday's World Cup quarter-final against England, extending a nutrition strategy that has become an unlikely talking point during the tournament.
The additional 100kg consignment of fresh halibut arrives after team chef Aron Espeland travelled to the United States with more than 500kg of Norwegian seafood to feed the squad and support staff throughout the competition.
The Norwegian Seafood Council, which has promoted the initiative as part of a wider marketing campaign for the country's seafood exports, said the extra delivery would support the team's nutrition programme as Norway's tournament run continues.
"When you're preparing four meals a day for more than 60 people throughout a tournament, planning is everything," Espeland said.
"The Norwegian players love seafood, so it's a natural part of what we serve."
He said the decision to transport seafood from Norway was driven by consistency rather than necessity.
"People often ask why we brought salmon from Norway all the way to the United States. It was about consistency. Our players know the quality, taste and versatility of the product and that familiarity allows us to prepare meals with confidence every day."
"At this level, every meal has a purpose, and salmon from Norway is an important part of helping our players prepare, perform and recover."
The shipment forms part of a wider promotional effort by the Seafood Council, which has used Norway's World Cup campaign to showcase the country's seafood industry. Earlier in the tournament it highlighted that the team had brought around 500kg of salmon, trout, Arctic char, halibut, shellfish and other seafood products from Norway to its US training base.
Bjørn-Erik Stabell, the council's UK director, said: "While football provides the backdrop, this story highlights the important role nutrition plays when athletes are competing at the highest level."
He added: "Norway may not be one of the world's largest football nations, but we are one of the world's leading seafood exporters, trusted globally for quality, consistency and nutrition. Today, Norwegian seafood reaches more than 140 countries and provides 38 million meals every day."
The council said internet interest in the team's unusual catering arrangements had surged after the original shipment was announced, with searches relating to Norway's performance diet rising sharply. It said questions about whether the squad would have enough fish to last until the World Cup final had even surfaced at a pre-match press conference before Norway's victory over France.
Sports dietitian Roxana Ehsani said seafood "can be a valuable part of an athlete's weekly diet", adding: "Most elite footballers are looking for marginal gains wherever they can find them. Nutrition is one of those areas, and seafood provides a unique combination of high-quality protein, omega-3 and essential nutrients that can help support preparation, recovery and performance."
